In Boston, a move toward digital ticketingBy
I’d be hard-pressed to tell you the last time I had a real ticket for a Yankee game. It might have been toward the end of 2010 when a friend of mine scored a pair in a corporate giveaway, and before that, who knows? The tickets I get through StubHub are all of the digital variety, and the few I’ve ordered straight from the source come as PDF files as well.
These 21st Century e-tickets, though, bring with them a decidedly 20th Century problem: You need a printer. Usually, when I’m going to a game with some friends, we spend the afternoon figuring out who has access to a printer and who’s printing which ticket. These are some serious First World problems, I know, but it’s something technological innovation should have figured out by now.
Up in Boston, the Red Sox seemingly have but with some twists. For Upper Bleacher seats at Fenway, the Sox will now be offering digital tickets. Instead of scrambling to find a printer with ink cartridges, the Sox are going to allow entry via the swipe of the credit card that originally was used to purchase the tickets. No more printing — and no more selling these seats on the secondary market.
“Over the past 10 years, we have intentionally held the price of the Upper Bleacher seating category at $12 per seat in order to provide family-friendly pricing options for Red Sox fans,” Red Sox SVP/Ticketing Ron Bumgarner explained. “The downside of keeping these low price points is that these tickets sometimes end up on the secondary ticketing market at significantly marked up prices. By requiring the primary purchaser of the tickets to attend the game through this Digital Ticketing Initiative, our hope is to gradually eliminate those purchasing these specific tickets solely for the purpose of resale, and instead get these tickets into the hands of fans and families all over New England.”
On the one hand, this move adds a level of convenience to purchasing tickets. On the other, it may skirt scalping and resale laws by limiting what one who purchases a ticket is allowed to do with the ticket. They don’t, however, plan on offering these types of tickets for every game. Certainly, the Red Sox should be applauded for trying to keep seat prices at a reasonable level, and I would imagine more teams will follow suit if this effort is successful.
Ultimately, Major League Baseball should be eying a move toward digital ticketing that some airlines are using. Most people carry around Internet-enabled phones that can display scannable bar codes. With such technology in place, we’ll never need a ticket — printed or otherwise — again. We’re not there yet though.